The decider is a person in the organization who influences the decision about which
supplier is chosen.
In the classic linear approach to new product development, the first step of the new
product development process is idea generation.
“Potential” is defined as the amount of sales expected to be achieved under a set of
conditions within a specified period of time.
Multidimensional scaling is a perceptual map that contains both brand spatial locations
as well as consumer perceptions of their ideal brand.
A sales territory is a group of present and potential customers assigned to a salesperson.
Claritas’s PRIZM system links together census data and purchasing data to form
psychographic-like segments.
The concept of economies of scale is used for achieving quality-based advantage.
Past marketing plans are good sources of internal secondary information.
Personalization is a key attribute of mass customization.
The least widely used qualitative research method is the focus group.
Customers generally talk more about positive experiences than negative experiences.
What is the main disadvantage of using surveys to effectively evaluate a product
concept?
A) Large samples for projection purposes cannot be obtained from surveys.
B) It is often difficult to convey a concept in a survey.
C) The implementation of a survey is often expensive.
D) Survey research is often unreliable because people may not reply honestly to survey
questions.
Most likely, marketing managers would like to be first in the market because:
A) it keeps out competition.
B) the first mover establishes awareness of its product as the prototype.
C) it leads to cost reduction over the product life cycle.
D) it leads to quality improvements over the product life cycle.
________ provide each customer with unique products or services without telling them
that the products have been customized for them.
A) Collaborative customizers
B) Adaptive customizers
C) Cosmetic customizers
D) Transparent customizers
When competitive advantage is cost- or price-based, it is necessary to know the
________ to be sure that you can compete on this basis by matching price cuts.
A) cost of raw materials
B) economic conditions
C) inflation rates
D) competitor’s costs
The marketing concept philosophy emphasizes the need to have a:
A) price advantage.
B) unique product.
C) sustainable strategy.
D) customer focus.
Identify the multiple channel system in which channel members perform
complementary functions, often for the same customer thereby allowing for
specialization and better levels of performance.
A) direct marketing system
B) hybrid system
C) vertical system
D) horizontal system
Which of the following are customers stuck with you and may be dissatisfied but they
are highly loyal because there may not be a viable alternative?
A) Loyalists/Apostles
B) Defectors/Terrorists
C) Mercenaries
D) Hostages
If the quality of a product or service is difficult to evaluate even after you have
purchased and used the product or service, the product falls under the category of:
A) experience goods.
B) shopping goods.
C) convenience goods.
D) credence goods.
For a car, which of the following will be a part of the expected product?
A) gas mileage
B) reliability
C) weight
D) color
Which of the following represents a group of products that are close substitutes, are
available to a common group of buyers, and are distant substitutes for all products not
included in the industry?
A) An industry
B) A product class
C) Product types
D) Product variants
Flighting or pulsing can lead to:
A) higher temporary peak in recall.
B) higher total recall.
C) lower temporary recall.
D) lower total recall.
Which of the following statements is true regarding the market/market structure of sales
organizations?
A) The organization is aligned by product categories.
B) The sales force sells all products marketed by a division to a single market.
C) The sales force sells the entire product line to customers in the segment.
D) The sales force sells a product or product line to all markets.
Which of the following conditions is typical of consumer products and services?
A) The product is premium priced.
B) The product is standardized.
C) The product line has a high contribution margin.
D) The product or service has a small market share.
Which of the following statements explains a panel dropout?
A) Panel members may not remain on the panel.
B) Being on a panel may change a member’s behavior.
C) Panel members may not be representative of the underlying population.
D) Attitudes and preferences of the panel members may change over the time.
Which of the following statements is true regarding a product form competition?
A) It is a wide definition of competition.
B) It is useful in the long run.
C) It represents the true underlying competitive dynamics.
D) It provides the closest set of competitors.
For global brand ranking purposes, Interbrand has defined global brands as brands
selling at least ________ outside of their home country.
A) 5%
B) 10%
C) 20%
D) 50%
Which of the following best describes the degree to which experimental results are
actually caused by the experimental manipulation?
A) internal validity
B) flexibility
C) response rate
D) external validity
A method of distribution that gives the customer access to the firm’s products and
services without any other intermediaries is referred to as:
A) reverse engineering.
B) virtual selling.
C) direct marketing.
D) multichannel distribution.
Which of the following best describes a communication activity that includes elements
such as coupons, point-of-purchase savings, sweepstakes, rebates, and free samples?
A) trade promotion
B) advertising
C) consumer-oriented promotions
D) direct-mail marketing